Watch blind women describe what true beauty looks like in this Dove ad

Dove ads have been the subject of a great deal of criticism lately. The company’s most recent ad, “Choose Beautiful,” featured women in front of two doorways—one marked “beautiful,” and one marked “average”—and they had to choose which best applied to them. Not everyone thought this was a positive message, and a post critical of the ad even led to controversy at BuzzFeed.

But a new Dove ad from Sweden features three blind women describing their definitions of beauty. The video is much more powerful than any past efforts from the brand.

“As I’m approaching 40, I pay more attention to all of the beautiful people around me,” says one of the participants, Naomi Allback.

“When it feels as if I’m in the right place, doing the right things; meaningful things, I automatically feel beautiful,” says another participant, Ida Ostlund.

That’s real beauty.

Screengrab via Dove Sverige/YouTube

Marisa Kabas

Marisa Kabas

Marisa Kabas is a lifestyle reporter and activist. Her work has been published by Fusion, Fast Company, and Today. She’s also served as an editorial campaigns director for Purpose PBC, a social movement incubator.